Wall Street Journal: At Viacom, major cable networks like Comedy Central and MTV are facing double-digit ratings declines. But so far, Viacom’s ad dollars aren’t atrophying at the same pace as its viewership. Viacom’s message to Wall Street has been that investors shouldn’t worry as much about traditional TV ratings provided by Nielsen, because the media company is moving toward selling new products that aren’t tied to old-fashioned ratings points. Viacom wants to grow its “non-Nielsen dependent” ad revenue from 30 percent to 50 percent in three years.